There Are Only 9 Brands That Command More Respect Than Apple

The brand strategy firm CoreBrand just released its rankings of the world's 100 most powerful brands.

Despite reports that consumers are getting tired of Apple's advertising, the company was the only tech brand to make the top 10, climbing six spots from their 2013 ranking.

Apple — not the top brand — was joined on the list by four food-and-drink brands, a financial services company, a media giant, two medical and chemical companies, and America's motorcycle king. The biggest upward mover on the list was Amazon, which cracked the top 100 for the first time by jumping 25 spots to No. 91.

CoreBrand determined its rankings through surveys of 10,000 business executives at 1,000 companies over the past five years, measuring how familiar people were with various brands and how favorably they viewed them.

10. Apple

Apple jumped six spots from last year and has jumped 65 spots from its 2009 position at No. 75.

9. Kellogg

Kellogg took the biggest tumble out of last year's top 10, dropping four slots from No. 5.

8. American Express

Powered by its popular Small Business Saturday campaign and collaborations with popular celebrities like Jay Z, American Express climbed two places this year.

7. PepsiCo

Pepsi was up one spot from 2013, but still couldn't catch rival Coca-Cola.

6. Walt Disney

Disney is up three spots from last year and 19 from 2009.

5. Harley-Davidson

Harley-Davidson always performs well on brand strength surveys due to its position as THE motorcycle brand. Still, it dropped two spots from last year.

4. Johnson & Johnson

Johnson & Johnson made up two of the four places it lost since being ranked No. 2 in CoreBrand's 2009 rankings.

3. Bayer

Bayer just keeps climbing. The chemical company was ranked No. 15 in 2009 and No. 4 a year ago.

2. Hershey

Hershey finished second in CoreBrand's survey for the second year in a row. However, the gap between the candy company and the most powerful brand was the greatest of any two consecutively ranked brands in the study.

1. Coca-Cola

Coca-Cola continues its run of dominance in CoreBrand's power survey. It has been ranked No. 1 every year since CoreBrand began doing the power rankings in 2008.

You've seen the most powerful brands, now check out the most valuable.

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